Selling and Sales Management in Action: The Use of Insight Coaching to Improve Relationship Selling

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Abstract
Today, many suppliers utilize relationship selling as an increasingly important element of their marketing strategy. The goal of the relationship selling effort is to earn the position of “preferred supplier” by developing trust in key accounts over a period of time. Relationship selling requires the learning of new skills particularly in the areas of understanding customer needs and relationship development. Coaching strategies and programs developed for teaching transactional selling skills—probing, handling objections and closing—are antiquated and in some instances dysfunctional. Coaching must now teach a new way of thinking about selling and managing. This article draws on 10 years of consulting experience in large and small corporations in North America and Europe and describes a new approach—Insight Coaching—an action oriented teaching strategy to help salespeople build trust in their key accounts.

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